Public Media Social Media Handbook

Tips, tricks, tactics, and tools for your station

Table of Contents:
1. Introduction and Guide 2. Justifying Social Media in Public Media 3. Designing a Social Media Campaign 4. Creating Content 5. Measurement and ROI Reporting 6. Reporting Templates 7. Writing a Social Media Policy 8. Case Studies 9. Communities of Practice 10. Directory of Tools


1. Introduction and Guide
What is this? This is a social media toolkit for public media stations. It contains information about relevant tools and social media outlets, and how to use them to develop effective campaigns for fundraising, programming and engagement. It also includes case studies of past successful uses of social media, as well as tools and services to use to monitor social media. Where did it come from? It was produced by iStrategyLabs, a DC-based digital and social marketing agency, in the summer of 2011, as part of an overall social media analysis project with public media professionals. The information is based on collaboration and brainstorming with these professionals, and extensive research and experience with social media utilization. Who is it for? The goal of this tool is to provide interested staff members at public media stations the resource necessary to begin to build a social media campaign or strategy that will help them accomplish their goals. It is crucial that every department has access to this handbook. Social media works across many departments within a station and depending on a campaign’s goal, an effective campaign will likely require collaboration between two or more areas of the station. No matter who is in charge of the campaign, every department that is involved should be familiar with social media strategy and tools. What does it include? - Justification of social media use for various station activities - How to develop campaigns - How to create content - How to measure and report activity - Templates - Analysis of all available social media outlets - Case studies - Forums and sites dedicated to using social media to better business


2. Justifying Social Media in Public Media
Social media has become one of the most powerful tools to reach a large audience quickly, efficiently and effectively. It can be used to create and promote content, increase your audience base, fundraise, and foster community interaction. 2.1 Social Media in Programming 2.2 Social Media in Fundraising and Audience Services 2.3 Social Media in Journalism 2.4 Social Media in Community Engagement


2.1 Social Media in Programming
1. Why Social Media? Social media can enhance a station’s programming in multiple ways. Its importance as a distribution tool is growing; users are increasingly using social networks to find and share content, and the tools for doing so are becoming more widespread and easier to use. This can help increase the shelf life of programming, as content can remain relevant to various online communities well beyond a broadcast date. It is a valuable way to get feedback from your audience about content and how to improve it in the future, and if managed well, it can lead to usable user generated content. It is a platform for audience members to interact with the station and one another during the live broadcast of a program. These conversations, often on Twitter, can happen online and even be featured on a live broadcast. Finally, social media is an affordable way to promote tune-in. Evidence of these results can be seen in the engagement that scheduling posts produce in these social networks, with users commenting that they are planning to watch it, or that this notification lead them to record the show. 2. Goals and Successes - Raise awareness and create buzz around programming to promote tune-in - Extend the shelf life and value over time of content by facilitating the discovery and consumption of evergreen content by interested online communities beyond the broadcast. - Enhance real-time broadcast experience by facilitating live interaction among audience members. - Increase distribution of content through followers’ social networks. - Create better programming by listening to the audience and even including their voices.


3. Deployment Tactics - Host targeted community discussions and engagement experiences revolving around shows such as tweetups, live chats, and contests - Run Facebook Social Ads promoting programming, targeting fans of the station and people with interests relevant to the show in question - Target influencers on Twitter and reach out about programming information - Post portions of fine cuts of programs on YouTube and invite feedback and generate interest. 4. Measurement - Tweets, retweets, and mentions about a show - Facebook posts, comments, likes, and shares about a show - Change in number of mentions on Facebook and Twitter week-over-week - Web traffic and visits to show’s web page/content from Facebook and Twitter - Actual viewership/listenership - See Measurement Section for more information

KVIE promoted the airing of a special episode of Huell Howser on their Facebook Page. This solicited positive feedback from the station’s community with nine “Likes” and seven “Comments” including someone who indicated they had set it for recording.


2.2 Social Media in Fundraising and Audience Services
1. Why Use Social Media? Social media is about building relationships and engaging with your audience in an unprecedented way. Stations’ engagement with fans in social media communities allows them to build continued credibility and relevance. This unique relationship, over time, can not only convert fans into donors, but may also translate into higher levels of giving over a longer period of time. Allison Fine of The Chronicle of Philanthropy and an expert in social giving explains that “it’s a different kind of giving. This is not direct mail online. People who are online giving want to develop a relationship with their organization, and those relationships are encouraging people to give more online, over time, than they do in traditional ways.” 2. Goals and Successes - Increase number of members and donation amount - Reach new demographics - Increase relevance to existing members and provide more opportunities for them to give - Offer better audience services 3. Deployment Tactics - Engage often to build loyalty - Promote station membership through social media - Develop an audience service policy and procedures for responding to comments and tweets regarding scheduling, pledges, etc. - Collect social media usernames when collecting donations - Create and manage a closed Facebook Group for major donors 4. Measurement - Cost of recruiting new members via social media vs. other means, like direct mail - Membership conversion from social media sites - Visits to membership page from social media sites - Engagement in response to membership posts and campaigns (number of likes, comments, etc.) - See Measurement Section for more information


WAMU promoted their membership campaign on their Facebook Page and saw engagement with Likes and Comments.


2.3 Social Media in Journalism
1. Why Social Media? Social Media has the ability to increase the distribution of news and content and build a network through which this content can be disseminated. Statistics from sharing platform AddToAny indicated that by July 2009, Facebook surpassed email as the number one platform used to share content.1 Social Media is increasingly becoming the primary way many Americans find out about, respond to, and share news. It turns the information on a static webpage into content that is shareable in a way impossible to replicate on any other platform. In the March 2010 Pew Internet report “Understanding the Participatory New Consumer,” more than half (52%) of people surveyed who get their news online use social media to continue to forward the news through these means.2 Furthermore, that same study reports that 37% of internet users have contributed to the creation of news, commented about it, or disseminated it via postings on social media sites like Facebook and Twitter. Our analysis of public media’s station engagement on Facebook and Twitter also indicates that news stories are one of the most engaging types of content for public media’s audience. 2. Goals and Successes - Serve your community with timely information - Increase authority and credibility - Grow your online audience - Increase traffic to site and social media pages - Be recognized by the community as a primary source for news stories 3. Deployment Tactics - Define tools (Facebook, Twitter, etc.) and proper usage for each (see Section 7, Writing a Social Media Policy) - Develop a procedure for releasing news and content via social media - Build content off radio/TV content, and vice versa - Engage audience when prompted with questions and comments




4. Measurement - Engagement level around different pieces of content: number of retweets, mentions, comments, and likes - Increase in community size: Facebook Fans, Twitter Followers - Traffic to your stations website from social media sites - See Measurement Section for more information

WNYC’s Facebook posts and Tweets about local news stories are their most engaging type of content. This tweet about the smoking ban in city parks invited 44 other people to republish this message on to their feed, creating over 5,000 impressions and making the article available to everyone in their network.


2.4 Social Media in Community Engagement
1. Why Social Media? Social media has made the internet a new space in which to have real conversations and develop ideas. Until recently, a local news or public affairs call-in program on your air may have provided the only opportunity for people in your community to see, hear, or contribute to informed discussions of local issues. In the same way that public media stations provide important services on the air that are not being provided by other media outlets, they can do the same online with strong social media presences in their communities. 2. Goals and Successes - Provide a trusted space for community dialog around local issues - Gain a better understanding of what your community wants from your station - Establish station as primary space for civic discussion in your community - Increase engagement on social media sites and on station websites 3. Deployment Tactics - Implement and promote hashtags for specific programs and topics - Identify and engage with existing local online groups of interest in line your station’s content and mission - Identify unique trends and content to promote to your online community 4. Measurement - Engagement level around different pieces of content: number of retweets, mentions, comments, and likes - Increase in community size: Facebook Fans, Twitter Followers - See Measurement Section for more information KQED asked their online community what they thought of a controversial local new story about baseball game call. Community members, strangers, to each other, engaged in discussion and debated the merits of this call. This produced 15 comments.


3. Designing a Social Media Campaign
While social media is important to implement as a regular activity that can help your station reach its ongoing goals, it is also valuable to create discrete campaigns aimed at achieving specific goals. Developing and deploying campaigns can also be a good way to spur new collaboration among departments and to take your social media activity to the next level. Social media should be considered in the same way you approach any other communications campaign. It should be implemented in a logical, step-by-step process: 1. Campaign Outline 2. Staffing and Roles 3. Tactics and Tools 4. Implementation 5. Measurement Blank planning templates can be found at


3.1 Campaign Outline
Start by outlining the basic elements of your campaign.
Step Goals Audience Description What do we want to achieve? Who are we targeting? What is the demographic? Where are they found? Which social media groups are relevant to the audience we want to target (FB groups, Twitter lists, Twitter hashtags, forums, blog communities, etc.)? How does this campaign start? Where does it go? How does it finish? What is the core message we are promoting? How are we planning to respond to engagement? What is our timeline for the campaign? What are the major milestones in our campaign? (launch, checkins, core content creation, content deployment) What are the social media tools, rich media tools, editorial tools, and non-digital tools we will use? See Directory of Tools Section for more info. Measurement How will we measure success? What are the tangible metrics we will look at, such as Facebook Likes, Comments, Retweets, mentions, views, membership, event attendance, etc.? What are the intangible metrics, such as increased awareness about station or topic, credibility, etc.? See Measurement section for more info.





3.2 Staffing and Roles
A social media campaign should involve staff members in the station beyond just the person posting updates to your Facebook Page. When designing your social media campaign, try to involve multiple departments in campaign design, implementation, and measurement. Below are examples of potential staff members and their responsibilities:
Staff Member Social Media Manager Department Communications Responsibilities - Schedule and post tweets, Facebook posts - Manage all other components and members of the social media campaign - Engage with fans/followers and respond to questions and comments/assigning responses to relevant staff - Identify online groups to target throughout the campaign - Collect content from community members to be used in the campaign - Promote events through social media - Engage with fans/followers and respond to questions and comments - Identify ways to recruit new members - Help measure ROI by correlating campaign data with membership - Provide content from programs to promote through social media (pictures, videos, quotes, etc.) - Help team align social media campaign goals with upcoming important dates and topics in programming - Correlate tune-in with social media activity - Provide content from local and national news stories that is relevant to the campaign - Refine messaging and craft tweets - Update website with relevant content - Post content to blogs - Monitor and report on web traffic

Engagement Manager

Community Engagement

Membership Director


Program Director


News Director


Online Editor

Web Management


3.3 Tactics and Tools
Once you have defined the campaign parameters and the people you will involve in the campaign, identify the tools and tactics you will use to engage your audience, distribute your content, and achieve your goals. It is important to define your tools and tactics after you have properly defined your goals and roles, and not before. For example, you should not start by saying “we want to find a way to use the Facebook Page in a social media campaign.” You should first begin by framing the campaign, and following that, determine which tools and platforms will help you best achieve your goals. Ask yourself which platforms you will use, and why will they will help. Though a Facebook Page may be a useful tool for most campaigns, it may not be for all. You should approach all tactics and tools in this manner. Below are examples in a sample tactics and tools worksheet. Blank planning templates can be found at

Social Updates Date
3/1 3/1 3/3

“Contest open, send in your entry now!” “Contest open, send in your entry now!” “Don’t forget to send in your entry!”

Facebook post Tweet Facebook post




Rich Media Date
2/17 3/1 3/7

Rough draft of contest launch video Launch video and upload to YouTube Photos entries from last year’s contest

YouTube video Youtube video Flickr





Website Content Date
2/25 3/1 3/4 3/7

Draft homepage content and blog post Post website content and blog to site e-newsletter blast reminder Follow-up blog post about last year’s contest

website, blog website, blog e-newsletter blog




3/2 - Design and send fliers to print 3/10 - Pass out fliers at upcoming events


3.4 Implementation
During the implementation phase, you should be executing each step, tracking the engagement, reacting and monitoring.
Key dates

Launch campaign

FB posts, tweets, web content, blog, YouTube Blog post, Flickr gallery

Communications, Web Management Communications, Web Management Communications, Community Manager, Membership

16 Likes, 5 comments, 6 retweets 3 comments, 125 blog views +20 entries, 6 FB Likes, 10 comments, +2 memberships





FB posts, tweets, enewsletter







4. Creating Content
4.1 Content Type 4.2 Content Guidelines


4.1 Content Type
Public media stations generally have six types of posts they produce through their social media accounts: • • • • • • Discussion and questions Promotion of web content News story Promotion of a broadcast program Promotion of an event Fundraising
Content Type Discussion and Questions Attributes - By nature, this type of post is engaging to users - Questions also promote discussion within your online community - Increases traffic to station’s website - Easy for a station to promote, as stations are constantly producing new content for their website - Added reward to users who read the post and then have the opportunity to consume additional content by following the link - The most valuable type of post for users, according to iStrategy Labs’ Public Media Social Media Audience Survey - A local connection makes this type of content relevant to the user - Programming is the driving force behind public media stations, and often the reason why users are a fan or follower in the first place - Programs allow users to interact with the station in another capacity (radio/TV) - Promoting a program online can remind a user to watch or schedule a recording of the show and increase tune-in - Allows the users to connect outside of the digital realm with each other and with local issues - Events often inspire membership and donations - Direct way to reach the audience that is supporting you - Although the primary goal of social media platforms should not directly be fundraising, stations nevertheless shouldn’t be afraid of reminding fans and followers of the benefits they bring, and in turn, asking for donations

Promotion of web content

News Story

Promotion of a broadcast program

Promotion of an event



It is important to understand that these broad categories are a starting point for your social media strategy. The types of content you choose to measure can change and become more detailed, based on your campaigns, tactics and audience. Key Considerations: Although a station should keep social media content varied, it is important to understand which type of content is most effective in producing engagement for a specific audience. During the research done to inform this handbook, a social engagement analysis was conducted to monitor the social media activity of ten stations over a period of four weeks. The research measured the number of posts for specific types of content, including: fundraising, questions, news, promotion of web content, promotion of broadcast programming and promotion of an event. The degree of engagement was also measured according to the number of likes, comments and retweets. Data from the social engagement analysis indicated that asking questions and soliciting discussion from a station’s audience produced the most engagement. Posts sending users back to station website content were second, and local news stories third.

Engagement Points signify a combination of Facebook Comments and Likes for any given post. Data was obtained by following 10 sample stations on Facebook for four weeks and logging the engagement each type of post produced.


The Public Media Social Media Audience Survey echoed similar results. The top two types of information station audiences were interested in receiving via social media were local journalism and local events. The next type was station news, which included station programming, video/audio/photos, and behind the scenes info.


4.2 Content Guidelines
Producing great social media content for your station can be a trial and error process. Try different types of content and messaging, and learn what is producing the most engagement from your audience. Below is a quick tip sheet of do’s and don’ts when managing your social media channels. Social Media Content Do’s
- Be personable, transparent, and

Social Media Content Don’ts
- Don’t use social media as a one-way

authentic. Show character and use humor. Your audience wants to engage with a human being, not an organization.
- Be relevant and informative. Post

broadcast platform. Use it to interact and converse with your audience.
- Don’t neglect replies. Respond to every

content about timely topics.
- Decide on a consistent voice for your

social media channels.
- Establish traditions. Make it a point,

tweet, mention, and comment in your social media profiles. If you feel it is not an issue you can resolve online, don’t hesitate to transfer the conversation to a private space by providing the audience member with the phone number/email/contact details.
- Don’t be a parrot. Information overload

after select programming, to follow-up on social media with a Q&A. Every Monday, give a shout-out to a specific fan to recognize his or her constant engagement. Run a contest. Create a repetitive theme that encourages people to consistently engage.
- Call for action. Ask your fans to Like

and repetitive content are two top reasons consumers chose to stop following online. Short and frequent updates (two to three times on Facebook, five to seven times on Twitter) are the best way to inform your audience without overloading them.

your pictures, share your comments, and thank them when they do.
- Keep your social profiles fresh. If you

go too long without an update, you will lose credibility and, in turn, audience members.


5. Measurement and ROI Reporting
This section explains what you should measure and lists some tools you can use to do this (full list of tools in Directory of Tools Section). It also places particular emphasis on how you should be looking at each metric in order to properly translate its value to staff members in other departments.


5.1 Social Metrics
Platform Metrics Measurement and Monitoring Tools Facebook Insights Crowdbooster Seesmic Postrank What should you be looking at? - Discern which posts are producing the most engagement: What type of content is it? Are you asking users to engage? Are comments positive or negative? - Check Facebook Insights often: Are there spikes in activity? What produced those spikes? Who is making up your audience? How can you tailor your strategies to better engage them? What kind of content and messaging should you be posting to best reach them? - Look at change in fanbase and engagement: Likes vs. Unlikes, increase or decrease in engagement, and identify the cause for each - What time of day are you posting? How often? Should that increase or decrease? - Who is mentioning and retweeting you? Are they influential and relevant to your content? Who are you engaging with that is not engaging you back? - What type of content is producing the most retweets and mentions? - Are you engaging with other users? Should you be engaging more or less? Are you retweeting anyone? - Look at your follower growth in TwitterCounter. Are there any spikes? If so, when and why? How can you create more spikes in following? - Look at unfollows: when do unfollows typically occur? How can you avoid unfollows int he future? - What time of day are you tweeting? How often?


# of Likes # of new Likes # of unlikes Comments on posts Likes on posts Active users Page demographics Media consumption Page/Tab views


# of followers # of new followers # of unfollows Mentions Retweets Replies

Tweetdeck Hootsuite Twazzup Twittercounter Klout Tweetreach RowFeeder Friend or Follow Listorious Quitter




Measurement and Monitoring Tools YouTube Insights Raven

What should you be looking at? - Which videos have the most views? Which are the most popular? Which types of content are receiving the most comments? - Look at YouTube Insights: When did videos get a boost in views? What are the top sources of traffic? Where are the videos being embedded? - Put the video URL into Are people tweeting the video or sharing it on Facebook? - Have the number of subscribers increased - if so, why? - Have videos been commented on? Are the comments positive or negative? Do they further your mission and should you share them with your team? - What pictures are the most popular based on views? - How many people are “favoriting” your pictures? Who are they, based on their profile and the photos they are posting? How can you use that information to create content that will best target that audience? - What are your referrers? Are users coming to your page from Flickr itself, or from external sites? Understand who driving traffic to the page: local affiliates, the national website, or bloggers? Referrers can also expose partnerships or areas in which improvement is necessary.


# of video views # of total views # of new subscribers # of unsubscribes # of comments Demographics Community


# views # comments # favorites Referrers

F*Stats flickrstats Sweeper Flickr Stats Backup FlickeFlu Exif Statistics Flickr Contacts Stats Flickrooster Statlr simachin Flickr tools Ivyroot




Measurement and Monitoring Tools Google Analytics WordPress blog Metrics Newsdesk 4

What should you be looking at? - Which are the top viewed blog posts and why? What type of content was discussed? - Are people commenting on posts? If so, what type of content? If not, why aren’t they commenting? - Are your blog posts receiving any visibility? If not, why not? Should you be promoting your blog in a different way? - Which are the top downloaded podcasts and why? What kind of content was it? Which programs are they associated with? - Where did you promote the top podcasts: Website? Homepage? Facebook? Twitter? Enewsletter? Air? - Did top podcasts correlate with increase in tune-in?


# of subscribers # of new subscribers # of unsubscribes # of comments Total page views Unique page views Referring websites to your blog Keyword traffic to your blog


# of subscribers # of new subscribers # of unsubscribes # of downloads per podcast # of total downloads

PodPress FeedBurner RadioTail


5.2 Web Metrics
Platform Web Analytics Metrics Pageviews Total Visitors Unique visitors Top pages viewed Referrals from other websites Measurement Tools Google Analytics Backlink Watch What should you be looking at? - Is your pageview count increasing or decreasing? Why? Which are the top pages/articles visited per week? - Are there spikes in traffic? If so, which content is causing those increase in visitors? - How many of those web referrals are coming from social media sites Such as Facebook, Twitter, YouTube, Flickr? Is the traffic FROM social media sites increasing over time, decreasing, or staying the same? - What are the keywords people used in search engines to land on your page, and do they correlate with any blog posts or other targeted content written? - Use Backlink Watch to see who is linking to you. Are there many people? Who are they? Are they relevant to your station’s mission?

Link Tracking

# of clicks to a link Referring websites Time of day clicked Hootsuite

- Which are your most popular links, and how can you replicate that popularity for other links? Is it the content? The kind of promotion? - What are the referring websites for your top links? - Who is clicking on your links? When are they clicking on your links?


6. Reporting
This section explains what these metrics mean, and how they should be interpreted and reported to staff members and various departments. There are three primary social media measurements: 1. Growth 2. Traffic 3. Content Blank reporting templates can be found at


6.1 Growth
Measuring growth in social media is one of the core aspects of reporting success, and should be done on at least on a weekly basis. 1. Identify the social media tool you are measuring. Standard tools include, but are not limited to Facebook, Twitter, YouTube, Flickr, Blogs and Podcasts. You may have different or additional tools depending on your campaign. 2. Identify the growth metrics. Decide these metrics as a team based on: awareness? activity? engagement? dislikes? You do not need to limit yourself. A list of suggested metrics is included in the measurement section. 3. Record your current metric and the change that occurred from a previous benchmark. List previous metrics in each report so you can evaluate your progress and understand why change occurred. 4. Add notes explaining why a change did or did not happen. Below is a sample reporting template that takes into account the many variables you should be aware of, with examples for each field.
Tool Metric Measurement Current
Facebook Likes 1,021

Last 3 Measurements Date


% Change


980 We did not have a targeted FB campaign this week and saw typical growth. We engaged with influencers around a specific topic We launched a promo video this week and promoted it through web and social media channels.


Total Followers







Total Views














It is important to understand that numbers cannot live by themselves – they need context. When reporting to a peer, inside or outside your department, be sure to add explanations on what these metrics mean. Tips: - Include screenshots and transcripts of online conversations and engagement. Although it may be a single post, these elements will add value to your numbers. One post capturing a viewer who is thankful for the reminder to watch a program can mean more to a manager than a series of numbers. - Summarize and be concise. Describe metrics in a language specific members of your team can understand (i.e. development, community engagement, programming, etc.).


6.2 Traffic
When measuring and reporting social media, it is important to look at metrics beyond those found within social media sites, such as web traffic. Showing that social media is driving traffic to your website is a tangible metric that all departments can understand.
Tool Referrals Current
Facebook Twitter YouTube 450 300 58

Last Three Measurements Date
150 292 75


% Change
200% 3% -23%

142 350 220

172 360 52 We ran a campaign encouraging people to enter into our contest through the website We did not have any specific Twitter campaigns running We have not uploaded any videos since last week









6.3 Content
Measuring and reporting the engagement activity around content on social media allows your station to better understand which content is most desired by your audience, and in the end, to produce content that is most engaging. The simplest way to evaluate the success of your content is to record the most engaging posts and categorize them by type of content. Keeping track of these facts over time will allow you to understand what excites your social media audience and what content to create in the future.
Type of Content Tool #1 (Facebook)
# Posts Engagement

Tool #2 (Twitter)
# Posts Engagement

Tool #3 (YouTube)
# Posts Engagement


Promotion of an event Promotion of web content


1 comment


1 retweet



We only had one small event coming up We had a big blog post about local restaurants which was very popular Some engagement but no major news stories that our station covered


26 likes, 10 comments





News stories


8 likes, 6 comments














7. Writing a Social Media Policy
Social media has become a prominent fixture in people’s lives, both in the personal and corporate world. People post millions of opinions, facts, endorsements, advertisements, links, articles, and other musings every day. It is important that, whether posting on your personal account, or on behalf of your station, you use good judgment when posting. This document will provide guidelines on proper social media communication, whether personal or professional.


This document contains two sections: policies for your personal social media account, and policies for station social media accounts. The policies listed below are recommendations you can use to build your station’s social media policy. While the policies for personal and company accounts are similar, there should still be separate due to the different natures of each account. They are guidelines around which to build your policy, and should be modified to best fit your station’s needs. NOTE: Some stations have already created social media policies, with varying structures and ranges of specificity. NCME is currently collecting those existing policies to share with other stations. If your station has already written a policy and is will to share it, please contact NCME. Social Media Policy - Personal Accounts 1. Your personal account is just that, personal. Make it explicitly known that your posts, thoughts, and opinions are your own, and not the station’s. You are welcome to post whatever you want, and use social media that will most benefit you, but do not associate your post from a station account if you are posting something related to yourself. 2. You are allowed to identify yourself with your station. However, once you do, all of the content you generate must be consistent with how you would present yourself in any professional situation; your content will now be associated with your station by other people, whether intentionally or not. 3. You are welcome and encouraged to post information related to your station. This is a great way to help programming go viral, and a great way to use your personal account to benefit your station. 4. If you post something related to your station or public media, put in a disclaimer so that people know that it is your opinion, and not the opinion of your station. 5. Do not post confidential or proprietary station information. 6. Use common sense. Do not use profanity or offensive language, do not attack anyone online, and be as objective as possible. Social media is a great way to keep in touch with friends, stay up to date on important news and information, and to improve your online interactions.


Social Media Policy - Station Accounts 1. Follow all of the rules stated above for personal accounts. 2. Always identify yourself when you post something on a company account. Put your name at the end of a blog post if you are contributing, unless you are instructed not to do so. 3. Be objective; don’t post controversial topics, or comment on controversial subjects if the station could be construed as biased or offensive. 4. Make sure whatever you are posting adds value to the station’s online presence. Personal posts, or posts with no value to the stations social media presence should not be made. 5. Be respectful when responding to comments and replies, and always have the station’s best interest in mind.


8. Case Studies
- Content - Analytics and Web Traffic - Community Relations - Fundraising


KDHX - Haiku Contest
Case Study Type: Content Description and goals – KDHX was giving away two tickets to a sold out Decemberists concert in St. Louis, including two passes to meet the band during their sound check. Rather than executing a simple enter-to-win contest, KDHX instead asked contestants to post haikus. The person with the best haiku won the tickets. The concert was to occur the following night, giving the station limited time to promote the contest. KDHX turned to social media for support and posted a link to the contest on their Facebook Page, asking fans to submit their haikus as comments on the station’s blog. Outcomes – The contest achieved a high level of engagement and recognition from the KDHX audience with more than 150 haiku submissions. The Facebook post announcing the contest received 15 likes and solicited 21 comments from fans. The contest page itself was also seen more than 2,200 times with 75 people indicating they “like” it on Facebook, further sharing this contest within their own networks. Overall, the blog post announcing the concert produced a total of 9 tweets, 11 shares, 28 Likes, and 37 Comments on Facebook. By hosting the contest on their blog rather than their Facebook Page, KDHX was able to turn their Facebook fan engagement into traffic to their website. Challenges and successes – The station had two major challenges - a short period of time to run the contest, and directing people to submit their haikus via the station’s website, and not their Facebook page. Utilizing their strong social media presence, they were able to create a high level of engagement in a very short period of time, as well as an increase in awareness of station presence. Links This link was shared 75 times on Facebook with the page’s Like button




Houston PBS – Bon Appetweet Case Study Type: Content
Description and goals – Local food programming is emerging as a way to appeal to growing ranks of food enthusiasts. Some stations have developed ongoing series and social media presences to engage with these audiences. HoustonPBS did not have the resources to engage a new audience on an ongoing basis, but was able to appeal to them with an evening of engaging food-related programming. They scheduled a night of Rick Sebak’s culinary documentaries, highlighting Houston’s hottest dining spots between programs. Viewers were encouraged to participate in “Bon Appetweet,” where they could tag their tweets with #HoustonPBSeats, to interact with the station, one another and Rick Sebak. All of the tweets appeared on the television screen throughout the evening. Outcomes – Houston PBS’s usage of Twitter assisted in driving awareness of the local food programming produced by the station, and demonstrated that it was a source for discussing the local dining scene. Bon Appetweet resulted in earned media for the station, promoting it to new audiences. The station also used the event to raise money by hosting a viewing party that resulted in 25 new, younger members and created a unique matching gift program with the local Whole Foods which donated $1 for every tweet during the chat. Challenges and successes – The challenges with this idea were encouraging people to use social media while watching television programming, and trying to appeal to a younger audience. Both of these were remedied by making the tweets interactive and on-screen, not just through Twitter. Allowing viewers to interact with each other during programming is a great way to build community discussion and involvement, as well as allowing viewers to feel like part of the content on screen. By utilizing social media, Houston PBS was able to add younger members to its audience, and raise money for their station.


KQED – Food Blog Case Study Type: Content Description and goals – KQED started Bay Area Bites (BAB), a food blog, in 2005. Recently, they began utilizing social media to grow their number of readers. While BAB had a strong core of contributors, KQED wanted to increase the number of active readers, and grow the Bay Area food community. They made sure to be active in the community – retweeting, interacting with followers, and posting linked content that would drive web traffic. Outcomes – Bay Area Bites’ Twitter account has seen a steady increase over the past six months. They have averaged 103 new followers per day over the past three months, and have shown no signs of slowing down. Their account currently has more than 39,000 followers. They also have more than 1,000 fans of their Facebook page. Challenges and successes – It is difficult to stand out on social media sites, especially in large metropolitan areas. Bay Area Bites focused on engagement with its followers, with great success. Their posts, especially videos, get multiple retweets, and provide followers more viral topics on their Twitter pages. They use Twitter to drive traffic to the blog, by teasing followers with bits of information about blog posts, as well as on-the-go food information for the casual follower.


KVIE – America’s Heartland
Case Study Type: Analytics and Web Traffic Description and goals – America’s Heartland is produced by KVIE and viewed all over the country. Its website includes an archive of every episode from every season, as well as supplemental original content. However, there was no way for fans to interact with the site, and discuss content with other fans. So KVIE decided to create a Facebook page that would allow fans to interact with one another, and share their thoughts about the show. The goal was to increase the show’s visibility, as well as get some user-generated content. Outcomes – The Facebook page was a huge success. In a few weeks, it grew to 1,500 fans, and is currently at more than 3,000 fans. Every post receives attention, and there is interaction between the page owner and fans. Using polls, links, pictures, and other information, America’s Heartland has greatly boosted its online presence. Challenges and successes – The challenge in creating a brand new Facebook page is getting the target market to see it. KVIE put a “like” button directly on the home page of the America’s Heartland site, and tweeted about the Facebook page. Because of the popularity of the show all over the country, they were able to spread the word about the Facebook page everywhere, which caused the spike in fans and traffic. Links


OPB – Redirection of Facebook Traffic to Website Case Study Type: Analytics and Web Traffic Description and goals – OPB was interested in increasing traffic to their website. Although they were getting a high volume of comments and views on Facebook, very few of these were linking back to OPB’s main site. To improve this, OPB decided to promote their website content on Facebook by teasing users with information, rather than posting content in its entirety. They tested this process with an article they posted about the growing popularity of sake in Oregon, which included both a video and a quiz about sake. Rather than posting the sake quiz on Facebook, they teased users with the first question, “Should sake be served hot or cold?” and then invited users to answer the question and the rest of the quiz on their website. The goal was to see the dialogue happen on their website, rather than on their Facebook page. Outcomes – Teasing the quiz and the article on Facebook worked like a charm. While there were 17 likes and 11 comments on Facebook, there were hundreds of views on their website. Both the video and the quiz received lots of views and engagement. The page was shared 160 times through various social media outlets thanks to the page’s Share buttons, leading to even more traffic. Challenges and successes – OPB was faced with the challenge of changing the way their social media fan base consumed content, moving them from simply reading Facebook posts to engaging the station on their actual website. They were able to successfully do so by slowly teasing content and linking to equally engaging content (a quiz, video) rather than a static blog post. This kept the same heightened engagement level typically achieved by social media. Links: artsandlife/food/article/ premium-sake-provespopular-oregon/


KPBS – News Station Change Over Case Study Type: Community Relations Description and goals – KPBS recently went through a radical change. In their effort to become a leader in the San Diego news world, they changed over the programming to 100% news and information, doing away with classical music and a few other entertainment/lifestyle programs that listeners loved. They announced the decision on Twitter which was then forwarded to and Facebook. The resulting feedback was overwhelming and passionate. The success of social media was in how it was used to address concerns. Outcomes – The initial response on Twitter was primarily from journalists, whereas Facebook is where individuals made their feelings known — both good and bad. Many people posted comments showing their displeasure with the decision, especially with the fact that the new classical station could only be listened to online or on HD radio. There were also nearly 200 comments on the press release on their website. The programming director responded publicly to comments on Twitter and Facebook, and the director of interactive strategies responded personally to all website comments. In addition to these responses, the GM privately called some of the social media commenters listeners that were passionately against the changeover, showing that sometimes in-person interaction combined with online social media interaction is ideal and discussed it over the air. By allowing people to discuss it on social media, the issue was transparent, and the personal responses were greatly appreciated by the fans. Challenges and successes – The challenge with any big change is obviously the audience response. The other challenge is reaching everyone involved, so no one is shocked and upset by the sudden change without any notice. They alleviated these issues by making the announcement at a set time — two weeks before the on-air changes took place — and using social media to reach people directly those who could not always listen. They then realized that social media was the quickest and most effective way to receive large amounts of feedback, and welcomed any without moderation. Transparency played a large part in the success of this campaign. They found that using a more personal voice in their social media accounts — instead of a generic, unnamed institutional voice — led to a more tempered responses from most individuals. By the time the actual on-air changes were implemented, the social media furor had mostly died down.


Ernie had some very strong comments - and received a response to both of his comments.


WBEZ – Sketch Comedians and YouTube Case Study Type: Fundraising Description and goals – WBEZ wanted to run a campaign to increase the number of online donors. They targeted a larger audience by promoting a lower minimum amount, only $20. To promote the event, they brought in a sketch comedian to make a few YouTube videos about “what life would be like without WBEZ.” The goal was to get enough people to donate just $20 in order to meet their fiscal goals for the year. The difference between this campaign and others was that the content was created completely online, rather than interrupting WBEZ’s radio broadcast. They promoted the campaign over the air and on their website. Outcomes – The campaign was a huge success, with more than $31,000 donated to the site. The cost of the campaign, however, was only $2,000. The five videos received more than 40,000 hits combined on YouTube. The station’s website received a 43% spike in traffic during the campaign, as well as a 52% increase in traffic from referring sites and the videos. Challenges and successes – The challenge with running a donation campaign is getting donations from new users, and making your campaign visible enough to reach your entire market. WBEZ was able to overcome this using YouTube, and linking those videos from their website. By using social media, WBEZ was able to spread their campaign to the entire online community.


KQED – Groupon Case Study Type: Fundraising Description and goals – KQED wanted to increase their number of new members. Rather than run a campaign on their site, or by sending direct mail, KQED created a Groupon that was sent out to every user in the northern California area. The Groupon was for 50% off basic membership, an amazing deal that was only activated if enough people signed up. Outcomes – The campaign was a success. More than 500 people signed up, and almost all of them were new members. It was mentioned 58 times on Twitter and multiple times on Facebook. The number of people that signed up through one Groupon deal was equivalent to more than 50,000 pieces of direct mail. Challenges and successes – The challenge with using Groupon is that the deal does not activate unless enough people sign up. In order to succeed in using something like Groupon or Living Social, it is important that it is spread through other forms of social media. In addition to being emailed to every single Groupon user in the Northern California area, the message spread through Twitter and Facebook, which increased the virality of the Groupon deal, helping it to be activated.

KQED’s one-day Groupon deal produced the same results expected from a 50,000 direct mail campaign.


KQED – Facebook Status Change after Donations Case Study Type: Fundraising Description and goals: In order to improve the donation experience, KQED added a feature to their donation page. When someone made an online donation, he or she had the option to automatically update their Facebook status to say “I just made an online donation to KQED.” Outcomes: KQED saw a significant increase in the number of donations, as well as visits to KQED’s website. Most users that donated chose the option to have their Facebook status updated. This increased the visibility of the donation page, and increased the number of unique visitors to the website. Challenges and successes: KQED used Facebook, a high traffic social media site (that includes a fan page for their station) to reach both current members, and inspire their Facebook connections to become members. When their Facebook status is updated, it shows up in others’ feeds, which then continues to spread as more people donate.


9. Communities of Practice
9.1 Forums and Communities This is an iMA NING site dedicated to discussion social media and sharing findings from iMA’s recent work with IBM around station use of social media. Mediashift is a site set up by PBS that is all about digital media, and how it affects society and culture. It also includes articles and tools about how to use social media more effectively in public media, and relevant studies and topics about digital media. This is the “station products and innovation” blog from PBS. It provides resources to stations about social media, technology updates, and upcoming tools for stations to use. 9.2 Individuals Andy Carvin Senior Strategist at NPR/online community organizer!/acarvin Mark Glaser Executive Director of PBS Mediashift and Idea Lab!/mediatwit 9.3 Public Media Web Resources This is a list of some articles by IMA about using social media more effectively American University center for social media, this site has tons of articles, case studies, and other resources on using social media for public media A blog created by Mark Briggs with new people and tools for use in public media. 9.4 General Social Media Resources Pew Internet & American Life project regularly releases reports on research around the use of the internet and social media by the American public. A website with tons of social media tools, tutorials, how-tos, and help guides


10. Directory of Tools
This section contains a list of available tools to help measure and analyze your social media activity. Please note that CPB does not have relationships or endorse any companies or tools listed.


10.1 Facebook Facebook Insights Basic Metrics about growth and page activity Gives demographics as well about who’s visiting your page Crowdbooster Customizable metrics based on criteria that you set Gives recommendations of times and days to put out content based on traffic Seesmic Built for efficiency - web app, mobile app, desktop app Allows you to update all of your social media clients at once Postrank Analyzes your own site, as well as relevant topics all over the internet Allows you to track your competition, as well as telling you which SM client you are using is most effective Provides spreadsheets about your Facebook page - unique visitors, commenters, traffic Shows you which posts got the most traffic, and who your most frequent viewers are 10.2 Twitter Tweetdeck Social media dashboard that monitors all of your social media clients customizable search column that constantly searches all social media Hootsuite Free or paid dashboard that provides metrics to analyze your SM effectiveness Allows you to give other users restricted access, giving people the ability to post on certain accounts but not allowing editing Twazzup Web-based SM dashboard that focuses on monitoring Allows you to follow trends and measure against the competition Twittercounter In-depth statistics measuring tool that also has a dashboard widget Allows you to pay to be promoted, increasing your visibility


Klout An influence measurement device available as a Chrome add-on Gives people a “score” showing how influential a person is in the SM sphere Tweetreach Monitors your influence on Twitter, and how many people your tweets really reach You can pay for ad-hoc reports, or have a monthly account Rowfeeder Comprehensive social media analyzer, especially for business Can generate comprehensive reports on almost any parameters Provides spreadsheets about how visible your tweets and handle are Also gives you details about all of your followers, including who is the most influential Friend or Follow Allows you to see who you are following that aren’t following you back Also shows who’s following you that you aren’t following, and mutual following Listorious A person or list search site, that allows you to search by name, profession, or topic Also allows you to interview a person or ask questions once you find the right person Qwitter Sends you weekly emails showing who has unfollowed you on Twitter Also helps identify spammers and spam bots Backtweets A Twitter account analyzer that gives metrics about websites and Twitter handles Gives an aggregate score, shows who they influence and who influences them 10.3 YouTube Youtube Insights Provides basic metrics such as views, demographics, popularity Also says how much your content has been shared to other viewers


Raven Extensive monitoring tool that integrates all forms of social media Allows you to choose KPI’s and metrics, and generates analysis based on your specific requirements 10.4 Flickr F*Stats Windows only, Pro user only, 28-day stat collector Shows spark-line charts of collected data Site that collects and stores your Flickr stats for 28 days Detailed stats of contacts and group members flickrstats Bpps/72157623630152423/ Gives historical referrer data for Pro users Shows where your views come from, and common search terms used to find your stream Sweeper Allows you to see statistics in Flickr groups Shows stats like invites and comment awards Flickr Stats Backup Shows which websites and search terms people used to find your pictures Flickeflu App that lets you see popular photos and trends Also tracks stats for you Exif Statistics Shows you what type of photo you upload most (ISO, aperture, etc.) Lets you display only the filtered pictures you choose Flickr Contacts Stats Keeps tracks of your contacts activities Tracks when they comment on your images Flickrooster Ranks the best Flickr photographers Gives points to the highest ranked pictures and then creates a ranking at the end of the month


Statir Stat tracker for various social media clients Visualizes where friends and followers come from Simashin Flickr Tools Shows the top 100 most popular photos each day Also shows the best time to upload for the most views Ivyroot Customizable statistics gatherer, even has an API Mobile app support as well 10.5 Blogs Google Analytics Metrics on page views, statics, shares, and other info Allows you to create goals and track activity and content reach WordPress Blog Metrics Provides metrics on WordPress blogs such as page views, comments, and trackbacks Also has a sidebar widget for easy access Newsdesk 4 In-depth social media solution center Tracks all post and information, and even has one-on-one support and recommendations 10.6 Podcasts PodPress WordPress plug-in that allows you to post and monitor podcasts on your blog Generates RSS feeds, and basic download metrics Feedburner Allows you to post and monitor podcast feeds Provides metrics about the reach of your podcasts Radiotail Podcast advertising and monitoring tool Inserts ads into your podcasts, and provides advanced metrics


10.7 Web Analytics Google Analytics Gives deep insight into web traffic and marketing effectiveness Allows you to track just about anything, and you can track from your mobile phone Backlink Watch Shows how many sites link to your page Useful for seeing how many different viewer bases can see a link to your page 10.8 Link Tracking Allows you to shorten links for posts on social media Allows you to track where your link goes, and how much reach it receives Hootsuite Social media dashboard that monitors all forms of social media Tracks your links after you post them on various social media clients.

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